At a time when fuel prices are reaching historic highs, this communication campaign was created to promote the advantages of refuelling at bp.
Present in the Portuguese market for 94 years, bp Portugal is one of the country’s largest oil companies. From north to south, its main mission is to deliver the best products and services to all its customers.
Aware of the global context, the recession and the fluctuations that have influenced fuel prices, bp Portugal decided to develop a campaign designed for all Portuguese drivers.
Recognising that, in this context, customers may fluctuate in their fuel choice, bp’s business objective was to maintain its customers’ average refuelling frequency and, where possible, attract new ones.
bp Portugal challenged Shift to develop a communication campaign that clearly explained the promotional mechanics: for every 30 litres of standard fuel, bp offers a €1 credit to be used on the next refuelling. In the case of Ultimate fuels with Active Technology, the discount is €3.
In a highly competitive market and in a sector dominated by hard selling, clarity and objectivity were essential to the campaign’s success. As this was a nationwide initiative reaching different consumer profiles, the central idea needed to be immediate: the savings come on the return.
At its core, this campaign required consumers to feel motivated to return to a bp service station in order to benefit from their reward. The headline “At bp, returning means saving” communicated the campaign in a direct and transparent way, without misleading customer expectations.
At the same time, the message did not override or diminish the relevance of other promotional initiatives that might be running, instead acting as an invitation for a future visit. From a business perspective, coexistence with other campaigns was essential.
The developed key visual broke away from bp’s traditional communication style, creating a clear distinction that allowed customers to easily identify these materials among other out-of-home or in-station communications.
"This campaign was a great example of true teamwork. It's always a pleasure to work like this, we know we can count on the dedication that our brand deserves."
Carla Cardoso
Marketing Activation & Promotions Advisor – bp Portugal